Interview with Diarmuid Beary of Display Wizard

Q: Can you please tell us a little bit about yourself (personally and professionally)?

A: I am the director and one of the founders of Display Wizard – a UK-based supplier of display and exhibition stands.

I have run the company for 13 years with my colleague Sally, and during this time we have taken Display Wizard from a small-scale supplier of display stands to one of the biggest player’s in the exhibition industry.

On a personal level, I enjoy living in the north west of England and enjoying the fantastic countryside we have in this part of the country.

Q: How did you get started in this business?

A: I found out about a similar opportunity at a franchise show, but after some research I believed that me and my business partner Sally could go it alone.

At first, the industry was very different and we relied upon people visiting our showroom in the south of England. Since then, the business has moved more-and-more online meaning we have replaced the showroom for a fancy new website!

Q: Can you describe your customers / what type of customers do you have?

A: Our customers come from a range of different areas across the private and public sectors, with most of them looking to promote their services at a trade show or other marketing event.

Because we offer a range of display solutions – from small-scale printed stands to larger custom-built stands for hire – we deal with everyone from a startup attending their first show to blue chip company exhibiting at an international event.

Q: What are some of your “keys to success” in building your customer base?

A: In our industry it is important to have loyal customers who use our services year-after-year. The main way we have done this is to go out of our way to make sure our customers get their display in time for their event even if it means the company has to cover extra courier charges.

Q: Is there anything about your business that you feel makes it special?

A: Our attention-to-detail with customer service is unrivalled and we have a very user-friendly website which allows people to find products which they might not know the name of.

Although we are an expanding business, we have a very high staff retention rate and bonuses for good performance which helps our employees to feel personally involved in the company’s success.

Q: Where do you see your business in the next year? In the next five years? In the next ten years?

A: In the next year we are hoping to move into larger premises to allow for an even wider range of exhibition stands to be manufactured on site.

In five years’ time, we hope to have a bigger international client base who use our services in the same way British companies do.

In ten years’ time…..that’s a long way off, but I hope we still have many of the same core members of staff and can stick to our founding values even as we grow and grow.

Diarmuid Beary

Diarmuid Beary
Managing Director
Display Wizard
T: +44 1995 606633
F: +44 1995 606344